Li Biao Is Actively Carrying Out Channel Pformation And Brand Upgrading.

According to the world clothing shoes and hats net, international

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Brand GLOBAL BRANDS GROUP is actively carrying out channel pformation and brand upgrading, and accelerating China.

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Li Biao brand carries 4 independent children's clothing brands JEEP SPIRIT, J is for jeep, NAUTICAKIDS and DANIEL HECHTER to debut at the 2018 autumn winter children's wear new conference, which fully demonstrates the current stage results and prospects for future plans.

Marco Hamers, executive director of Li Biao brand, said in an exclusive interview that in 2017, the brand not only accelerated the pace of opening stores, but also made great adjustments to the commodities so as to build a complete channel layout and achieve large-scale expansion.

Upgrading brand to adapt to "Chao Er economy"

The brand is the world's leading brand clothing, footwear and fashion accessories company. It has 350 authorized and private brands. The retail sales in the Chinese market are mainly children's wear.

"To do one thing, if you want to succeed, you have to be single-minded and concentrate. At present, our children's clothing is doing well, and it is likely to double in the future. Therefore, we will gradually introduce some international brands, such as baby brand in the United States," Marco Hamers said.

In order to be closer to Chinese consumers, the brand is also derived from some good brands, such as J is for jeep, which has been built in Chengdu.

For this reason, Zhang Jian, general manager of the brand marketing department, said that the concept of traditional children's clothing has been broken, and the new trend economy is the Chao child economy. The brand will be more responsive to the needs of the Chinese market in the strategy and brand style driven by the background of the trend culture and the tide economy, so as to highlight the brand strength and product strength of the brand.

At the same time, Li brand is also actively promoting the development of Italy fast fashion brand OVS. It is reported that the brand currently has more than 20 stores in China, and 50 stores are expected to be opened by the end of the year.

Actively building full channel layout

In 2017, Li Biao brand in Shenzhen, Guangzhou, Chongqing and other cities vigorously opened shop, Shenzhen also opened 20 stores in half a year.

In terms of channel development, Li brand takes the strategy of centralized layout of key cities, and enhances the terminal experience of consumers through different brand combinations.

According to Marco Hamers, compared with department stores, the children's floor of the shopping center has concentrated on entertainment, education, catering and other formats, which has expanded the scope of children's brands, and the customers' delay time will be prolonged, but there is still a gap between consumption and children's department stores.

Therefore, Li brand will combine its brand positioning, price and market to make differentiated brand layout, that is to say, the main channel for long-term development is shopping centers, and the original department stores will be optimized and improved.

It is understood that the store of Li brand is growing at a speed of 50% to 70%. In the future development, it will increase the proportion of franchise and realize large-scale expansion.

On the other hand, the brand will also adopt O2M (offline to mobile phone end) such a new channel, the shop as a small community, through the spread of O2M, so that each store is constantly accumulating fans and members, to open up online and offline, to achieve information exchange.

"In the United States, the brand is the largest selling scale brand in the children's industry. We also want to play our capacity to strive for a larger market scale in the Chinese market". Marco Hamers laughs at the expectations of the Chinese market.

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